Liquid LatamMontegú, Cristián2022-01-102022-01-102021Base, Diseño e Innovación, 2021, Vol.6, N°5, pp.168-171http://hdl.handle.net/11447/5391The commercial challenge was to enter a subcategory unexplored by Austral until now, the southernmost breweryin the world founded in 1896 in Patagonia by The German José Fisher. While Austral was a well-positioned brand,we had to enter a specialty segment and do it with a new format (470cc can). To do this we took the current attributes of Austral, to transfer and enhance them in this new subcategory. Thus, “variety”, “origin”and “coolness”, migrated to “Unique intensities of flavor”,“life connected with nature” and “authenticity, experimental and mythical”, respectively, in order to position it in a highly competitive category and with well-characterized users.enCervecería AustralMarcaBrandingCervezasArticle